綠色知覺價值、企業社會責任與從眾心理對購買環保運動鞋影響之研究──以Nike品牌為例

The Study of Green Perceived Value, Corporate Social Responsibility and Conformity Effect Purchase Intention toward Green Sneakers－A Case Study of Nike

近年來，人類過度開發導致氣候變遷及全球暖化問題，綠色消費成為全球趨勢，許多企業也發展綠色生產，並以環境保護作為企業社會責任。本研究以台灣民眾作為探討對象，透過網路進行問卷調查，探討綠色知覺價值、企業社會責任與從眾心理對購買Nike環保運動鞋意向之影響。回收有效問卷480份，並以SmartPLS進行結構方程模型分析。結果顯示，綠色知覺價值與品牌形象顯著影響購買態度，進而正向影響購買意向；綠色知覺價值與企業社會責任亦正向影響品牌形象。然企業社會責任與從眾心理對購買態度不具顯著性，品牌形象對購買意向亦無顯著影響，環保意識亦不具干擾效果。根據研究結果，本研究建議Nike宜強化環保訴求與設計，並讓民眾強烈感受環保運動鞋的綠色功能，以及環保運動鞋所帶來的正面效益，使民眾得以深刻感受綠色效益。

In recent years, excessive human exploitation has led to climate change and global warming, making green consumption a global trend. Numerous enterprises have embraced green production practices and integrated environmental protection into their corporate social responsibility. This study investigates the impacts of perceived green value, corporate social responsibility, and conformity behavior on Taiwanese consumers' purchase intentions toward Nike's eco-friendly athletic shoes. Through the online questionnaire survey, a total of 480 valid responses were collected and analyzed using structural equation modeling via SmartPLS. The findings revealed that perceived green value and brand image significantly influenced purchase attitude, subsequently positively affecting purchase intention. Additionally, perceived green value and corporate social responsibility positively influenced brand image. However, corporate social responsibility and conformity behavior exhibited no significant impact on purchase attitude, and brand image showed no significant influence on purchase intention. Environmental consciousness was also found not to have a moderating effect. Based on these findings, this study recommends that Nike should enhance its environmental appeals and product design to strongly communicate the eco-friendly features and positive benefits of its sustainable athletic shoes, enabling consumers to deeply perceive and appreciate their green value.